Reimagining Sony PlayStation's on demand video service

We helped Sony Network Entertainment expand its position within the home entertainment market by reimagining their video on demand service (VoD).

The challenge

Getting people to consider PlayStation first when selecting content

Building preference and retaining viewer beyond initial interaction

Our approach

Deploying mixed research methodologies to better understand the way customers use and engage with the current platform.

Map and optimise journeys to VoD content.

Client

Sony PlayStation, a renowned gaming and entertainment provider.

Project type

Research and design

Engaging with the PlayStation platform

PlayStation 4 has proven to be the console of choice for this generation of gamers. The console's success presented Sony with a huge opportunity to capitalise on its standing within the home entertainment market by optimising the video on demand service provided by the console.

Sony Network Entertainment asked us to help answer two questions: How could we better surface Video on Demand content for console users? How could we create more repertoire users of the console for playing VoD?

Deploying mixed research methodologies

During the diary study respondents were tasked with continuously updating us via WhatsApp or email every time they engaged in activities related to choosing or watching video content. Our respondents were also given a variety of daily tasks including prompts to search for and use various video-on-demand services with questionnaires to complete afterwards.

We then conducted lab-based interviews with 12 of the most engaged users from the diary study in each country, to clarify and build on their diary study entries. In our lab research we put the PlayStation Store through its paces on the PS4 console, assessing how it compared with other leading video providers as users searched for and engaged with video content.

Better journeys, better experience

Using the insights from both phases of research we developed a high-fidelity interactive prototype featuring optimised journeys through the PlayStation Store. The journeys presented the Store’s video content in a much more engaging and accessible way alongside improved content information to help people choose videos with ease.

Testing the prototype helped us further tune the merchandising of VoD content through the PlayStation Store on the console. By making it easier to find and engage with video content the new design helped deepen the value and relevance of the PlayStation Store beyond games. Another reason to stay with the world’s favourite console.

Increased engagement

The implementation of our design work led to an impressive increase in content engagement, streaming and purchase. We continue to work with Sony on its VoD roadmap to optimise the PlayStation Store experience for customers.

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